Under the Hashtag #Art-is-ana: The Ministry of Tourism, Handicrafts, Air Transport, and Social Economy and the Maison de l’Artisan launch an innovative campaign to encourage Moroccans to consume local crafts.
The #Art-is-ana campaign has two objectives: to support the revival of the craft sector while promoting and preserving the ancestral know-how of Moroccan artisans.
Targeting a large audience of consumers, public and private companies as well as institutions, this general public campaign will be broadcasted on television, digital channels, and radio.
It is part of a global and integrated program led by the Ministry of Tourism, Handicrafts, Air Transport and Social Economy, and the Maison de l’Artisan, which aims to support the actors of the craft industry in the short term to deal with the impacts of the Covid-19 crisis, but also in the medium and long term for a pragmatic and proactive recovery of the sector, within the framework of the new strategy for the Crafts sector.
To reach a wide target, this national campaign is presented in the form of a video clip directed by the singer Douzi, in a purely Moroccan pop-art universe which highlights both authentic and modern Moroccan craftsmanship, in particular by using renowned influencers in order to reach a large panel of Moroccans, especially young people, and encourage them to consume Moroccan crafts.